Cameron Maxwell, Partner, Two Igloos Inc., presented “Insights & Consumer Immersion—Why Insights Are the George Harrison on Innovation.” Breakthrough innovations begin with a great consumer insight. But there are two challenges. It’s harder to understand people’s lives and you need the insights to help you solve the problems. Marketers have moved by warp speed from focus groups to real world.

He cited research that 62% of young non-players said nothing could motivate them to play lottery. “The next step is dig a little deeper with casual lottery players,” said Maxwell.